Comparison of two ebook stores using eye tracking data

Author: Virág Őrsi 2015

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Content of presentation

1. Purpose of the subject

2. Introduction of my research

3. Results

4. Conclusions

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PURPOSE OF THE SUBJECT1

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Why ebook stores?4

Subject

Comparison of

two webshops

Purpose

Making suggestions

how to create a userfriendly

webshop

Project

Two Hungarian ebook stores

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MY RESEARCH2

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Methodology6 Method: Eye tracking, RTA vs. CTA, interviews

Stimuli: Book and Walk, Multimédiapláza Test: Ebook purchase Target of

participants: 25-35 men and women, internet users Number of

participants: 12 participants, 6 men - 6 women Tool, software: Tobii X2-30 fix eye tracker,

Tobii Studio

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Visualization tools7

Gaze plot Heat map

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RESULTS3

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Home page heat map

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Categories

Search

Book and Walk Multimédiapláza

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Product page gaze plot

10 Book and Walk

Add to cart Registration

Multimédiaplza

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Registration procedure statistics

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1 2 3 4 5 6 7 8 9 10 11 120

20

40

60

80

100

120

140

160

49.1440.07

25.78 25.7939.07

130.48122.06

90.92

46.52

84.42

139.47

Total visit duration (second, N=12)

Book and Walk MultimédiaplázaMean: 32,58 Mean: 70,02

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CONCLUSIONS4

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Suggestions13 Home page: 2-3 main colours, ergonomic structure

Search: advanced search tool (library) Ebook categories: consistent, main and sub

categories Product page: „keep it simple and stupid” + user

opinions Registration: as simple as it can be, just necessary

data

THANK YOU!